Marketing
Marshfield Community Theatre:
The Great Gatsby
The campaign
In 2023, Marshfield Community Theatre produced The Great Gatsby, based on the classic piece of American literature from F. Scott Fitzgerald. To market this show, content was centered around the idea of “Chasing the American Dream”.
The Goals
Goal #1: Have an average of 75 audience members at each of the 4 shows.
Goal #2: Make $1,000 in total profit to support future MCT productions.
Audience Personas
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Olivia
Olivia is 30-years-old, who is ready to have fun after setting herself up financially during her 20’s. She loves hanging out with her gal pals, and looks for fun evening activities that are entertaining and unique. She also loves supporting the local art scene, and attends several shows, galleries and concerts in the area. She is a free spirit, but is grounded enough to be fiscally responsible. So, attending an event like The Great Gatsby would be a fun way to hang with friends, on a budget and see a great show!
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Noah
Noah is 27 years old and is finally feeling settled as an adult. He is currently working in his first manager job and is excited to continue moving up in his career. Noah loves following the latest in pop culture, binge watching the best shows on Netflix and still finds time to grab a drink with his friends. Noah actively avoids advertisements and would rather see what the latest influencers on Instagram or TikTok are recommending. He wants to make a positive difference in his community and believes that there is something he can do to make things better, he just needs to find it.
Communication Mix
Website
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The central hub for all of our content, where visitors can get more show information, purchase tickets and see promotional materials like photos and videos.
Public Relations
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We sent out a media alert to local outlets, and the Marshfield Mail sent a reporter out to cover the show as a story. We regularly work with the Marshfield Mail to promote our content, and we love getting the coverage. The full story can be found on the Marshfield Mail website.
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This email announced that tickets were on sale and provided information on how to purchase them. It resulted in a 36.8% open rate, which is a consistent open rate for MCT emails.
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This email was sent out the week of the show as a reminder to get tickets and of the extra events happening around the show. The email had a 41.6% open rate, a new record for MCT.
Social Media
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We arranged a promotional photo shoot featuring the cast, shot and edited by me, to highlight the overall look and feel of the show and provide a behind-the-scene look at each character.
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We created a variety of video content across Facebook, Instagram, YouTube and TikTok to promote the show. We created a mix of longer-form polished promotional content and shorter, off-the-cuff videos to show the audience a more detailed look of the show.
Evaluation
Website Analytics: Landing Page
Pageviews: 1,091
Users: 632
Events: 2,685
Total Reach: 78,609
Total Engagements: 2,130
Total Reach: 9,518
Total Engagements: 942
YouTube & TikTok
Total Video Views: 2,659